How Do Trade Shows Benefit Magazines?

By Moseley, Bob | Folio: the Magazine for Magazine Management, July 15, 2000 | Go to article overview

How Do Trade Shows Benefit Magazines?


Moseley, Bob, Folio: the Magazine for Magazine Management


Trade shows leverage brand. Along with providing readers direct contact with vendors, opportunities for advertisers and educational training, they also help drive revenues

Frank Cutitta

International managing director

IDG Global Solutions

Events--trade shows, conferences, seminars, executive forums--benefit magazines by strengthening the publication's community, introducing advertisers to an ever-increasing spectrum of new marketing opportunities, and building stronger relationships with--and value from--the publication.

Yet one of the most important and often overlooked aspects of events is the ability for the magazine's advertisers to meet the readers--the actual buyers, decision-makers and purchase influencers. This helps the reader become more "real" to marketers who are targeting this audience, moving the readership from the dry stuff of circulation statements and media kits to a relationship that vividly displays the connection the publication has with its audience and the power of its brand.

Greg Parish

Vice president, general manager

Shoreline Creations

Our company publishes two magazines--Group Tour Magazine and Group Travel Lift styles--that reach a subscriber base of just over 20,000 group travel professionals. Our magazines act as catalogs or reference guides for our readership, while our shows help bring the process to life, offering our readers personal contact with top travel-industry vendors. Both parties benefit from this, since the tour planning professionals get to know the vendors' products much better and do business in person. Those vendors who are not current customers often become advertisers when they see what an impact we can make on their group business.

But there's more: We learn from these group tour professionals, spot industry trends and build alliances. Our trade shows also provide educational and training seminars to participants, something we can't really provide in our publications.

In other words, we use our trade shows to contribute to the overall growth of the industry while learning how to better position our products and services. …

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